What is social media advertising?
Social media ads are native formats within the major social networks, such as Meta’s Facebook and Instagram, TikTok, LinkedIn, Snapchat, Quora, Reddit, and others. They leverage the large troves of data coming from registered users of these platforms.
How do social media ads work?
Social media ads function within the walled gardens of major social media platforms. Employing native formats by design, they combine text, images, and video assets in predefined templated formats. Large amounts of user data are leveraged to deliver some of the most precise targeting in the world of digital advertising.
Social media formats
Ads in social media follow the format of native rich media creatives. They often include pictures and video combined with text and a strong CTA.
Carousels incorporate cards with different images that can be scrolled horizontally to provide more “flavor” to the brand message or tell a story.
Dynamic ads are based on feeds with product data. They contain fresh pricing and availability and are automatically updated based on changes in inventory.
Remarketing ads fall into multiple categories, but they are often product ads based on the browsing activity of users.
Social media platforms compete against each other for user base and engagement. The war between them is more aggressive than ever, and they often appropriate the media and ad formats of each other. The advertising metrics within social media are often difficult to check, with very little data flowing outside of their walled gardens.